Marks & Spencer is tapping into nostalgia by relaunching its heritage 'St Michael' brand with a contemporary twist, collaborating with the cult London streetwear label Aries. The partnership aims to attract a younger demographic to the high street retailer.
The centerpiece of the 26-piece capsule collection is a £70 leather tote bag, designed to evoke the distinctive green and gold packaging of the original M&S carrier bags from the 1970s. The St Michael label, which operated from the 1970s until 2000, has seen renewed interest from Gen Z shoppers seeking out vintage items on resale platforms.
This revival is part of M&S's strategy to appeal to a new generation, with Aries, founded in 2012 and known for its blend of high fashion, skate culture, and punk influences, selected to reimagine the brand. The original St Michael carrier bags, once given away free, are now collector's items fetching up to £10 on eBay.
The St Michael name honors M&S co-founder Michael Marks and was associated with a 'Quality Promise.' The label was known for items such as wool jumpers, school trousers, and classic jersey dresses. The new collection updates these elements for modern consumers, including cropped T-shirts, sportswear, and lingerie. It also incorporates historical M&S references, like the "Penny Bazaar," commemorating the retailer's origins at Leeds Kirkgate Market in 1884.
Elements like heritage crests, coin motifs, sporting emblems, and collegiate references are integrated alongside Aries' signature logo. The collaboration is set to launch on August 20. While Aries' own collections often sell out quickly, this partnership offers M&S shoppers access to the brand's aesthetic at more accessible price points. For instance, an Aries sweatshirt typically priced at £200 will be available as an M&S version for around £45, and a T-shirt featuring M&S's Spencer Bear will cost £30, compared to an Aries top at £85.
This move echoes past instances where high fashion brands have drawn inspiration from high street retailers, such as Balenciaga's 2024 Antwerp tote, which bore a resemblance to Iceland's budget carrier bag.